Kalyan’s Massive Diwali Campaign, A Pan-Indian Movie Doppelganger
Diwali, the festival of lights, is few more days ahead and the country’s one of the leading jewellery group has come up with an extravagant less than a minute advertisement featuring several of India’s top movie actors. Featuring its brand ambassadors across various languages, this year’s Diwali celebrations of Kalyan is just a star-studded glitter display of luxury and elegance. The advertisement with “jewellery flooded” celebrations, meant for an upper-middle class family, is pleasing and overwhelming in terms of direction and presentation.
Kalyan Jewellers and its founder TS Kalyanaraman are two famous names for the people of India. Started from south India’s Thrissur, Kerala, TS Kalyanaraman is now a business tycoon from the country especially in the field of gold and diamond jewellery, establishing numerous showrooms inside and overseas. The company which also has its roots in textile trading, distribution, and wholesale business has achieved a drastic momentum in the thirty years of its life and turned out to be a national brand itself.
Kalyan’s iconic Diwali campaign for 2023 is headed by its global brand ambassador Katrina Kaif and national brand ambassador Amitabh Bachchan. As Jaya Bachchan, Akkineni Nagarjuna, Prabhu Ganesan, Shiva Rajkumar, Rashmika Mandanna and Kalyani Priyadarshan joins the side, the pastel-gold-diamond frames became more brighter spreading the light and hope of the festivities. Through the splendid-seductive-charismatic advertisement, melted with the traditional Indian thought of a happy extended family, Kalyan is embarking the audience with the conception of an ‘inevitable gold ornament’ in all of our celebrations.
“Wrapped in the warmth of nostalgia and tradition”, Kalyan Jewellers mentioned on the caption while sharing the ad on YouTube. They are always keen and smart in picking the sensitive concept of ‘family’ in each of the videos and portrays it in an auspicious manner providing importance to human bonds and connections; something every human relate with and easily attracted to. “Love and Togetherness! Treasures more precious than what any box could hold”, the idea is global and the presentation is soothing encapsulating multiple actors selectively chosen from different movie industries of India, pleasing audiences around the land.
The still charming chemistry between Amitabh Bachchan and his wife Jaya Bachchan is captured beautifully for the reel as how they are in real. The love of grandparents to priceless emotions between siblings, partners of life, friends, and the little grandchildren – the ad film indulge them all. “For, it”s the celebration of these special bonds that makes Diwali truly luminous”. Giving emotional dimensions to gold and diamond, TS Kalyanaraman is making his products an essential part of Indian festivities where the ‘rich’ families together celebrate it wholeheartedly.
The pastel shades are now trending, a stark contrast to the traditional interest of dark colours, irrespective of what the function is. Different hues of light cream, pink, yellow, blue, and green complements both gold and diamond while demonstrating visual beauty and setting colour theme. Taking forward the “Tradition of Togetherness” campaign, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers said that the festival of Diwali holds great cultural significance and represents a time of immense joy for all. “We are delighted to present this meaningful campaign, celebrating the importance of familial bonds and the rich cultural traditions that unite us during Diwali”, he said.
Kalyan, an Indian chain of jewellery showrooms was founded by TS Kalyanaraman in 1993 with its first outlet in Kerala’s Thrissur. The initial capital was said Rs 75 lakhs and it then extended its presence to other south Indian states like Tamil Nadu, Karnataka, Andhra Pradesh and Telangana. It was in 2012, they expanded the franchise outside South India by opening a showroom in Ahmedabad, Gujarat and signed Amitabh Bachchan as their first National Brand Ambassador. In the next year, they have opened six showrooms in the Middle East across UAE, Qatar, Kuwait and Oman. As of February, 2020 Kalyan Jewellers has a wide presence of over 137 showrooms, of which 107 are in India and the remaining 30 on the Middle East.
